QUESTIONS & ACTIVITIES
1. Identify the various types of communications channels.
The findings of the Danaher and Rossiter study are summarised in Issue 34 of Priority, a magazine that Australia Post has created for its business clients. The article can be found on its website at http://www1.auspost.com.au/priority/index.asp?issue_id=35&area=features&article_id=731.
Read the article, then:
- Outline the findings of the study into the various channels of business communication
- Identify the reasons why many personal and business consumers prefer letters to electronic messages
- Which method of business-to-consumer communication would you personally prefer for both bills and promotional material? Justify your answer.